Social Media Audit on YoungLA

    I conducted a social media audit on the company YoungLA. They are a fitness apparel brand where most of their advertising comes directly from fitness influencers and athletes to sell their products. They sell gym clothing, fashion pieces like jackets and cargo jeans, as well as lifting accessories like weightlifting belts and gym bags. Their social media reflects this heavily with most of their posts featuring one of their partnered influencers showing off their products. I have studied this company for the last six weeks and I gathered information on some of their KPI's from both Instagram and Facebook for their last twenty-five posts on each, as well as their amount of followers and total page likes.

Facebook audit:






URL link to their Facebook account: https://www.facebook.com/younglaco/
Social Media Handle: @younglaco
Total Likes for the most recent twenty-five posts: 4,948
Total Comments for the most recent twenty-five posts: 298
Total Shares for the most recent twenty-five posts: 201
Number of profile followers: 68,000
URL links for the top three posts based on the above KPI's(In descending order):
Comments: 106
Comments: 34
Comments: 13
Shares: 12

    Overall with Facebook YoungLA's interactions tends to mostly be likes, while comments and shares are significantly lower. Their content does not seem to be reaching many of their fans with their total interactions on their most liked post reaching just over one percent of their followers. They also do not keep up with Facebook and have not made a post since May of 2024, but before that they were posting on a consistent basis of posting almost every day.

Instagram audit:







URL link to their Instagram account: https: //www.instagram.com/youngla/?hl=en 
Social Media Handle: @youngla
Total Likes for the most recent twenty-five posts: 631,323
Total Comments for the most recent twenty-five posts: 11,002
Number of profile followers: 2,500,000
URL links for the top three posts based on the above KPI's(In descending order):
Comments: 288
Likes: 45,700
Comments: 844
Likes: 39,500
Comments: 508

    YoungLA gets a lot of engagement on Instagram compared to Facebook. On Instagram in their last twenty-five posts they posted consistently every day with only one exception where they missed a day, and multiple occasions where they posted more than once on the same day. Their top post over the last twenty five days was a reel which gathered more interactions than the second and third best combined. 

    I enjoyed studying and keeping up with YoungLA's social media over the last six weeks looking at their different products, their strategies revolving around fitness influencers and athletes, and the KPI's I studied over time. YoungLA's main strengths revolve around their influencer marketing. The company sponsors athletes and gym influencers to connect their fanbases and spread their product over multiple different accounts and platforms. This lets them drive all of their KPI's and products through over one-hundred-twenty-five different athletes. It also lets them target different demographics because of the different audiences of their athletes. They also advertise discounts for using athletes creator codes not only encouraging people to buy their products at a different price, but to look into their different athletes social media. This drives further engagement through their athletes. Another strength with their Instagram is consistency in their posting. They upload almost every day, sometimes multiple times a day. They do this to show off the products they have in stock, popular products they are going to restock, new releases, and upcoming releases. Across both platforms their engagement tends to be consistent for the respective platform, although their Facebook drives significantly less engagement than their Instagram. 
    
    Their Facebook was consistent like their Instagram, although they have not posted since May of 2024 which is a major flaw. They have seemingly stopped uploading on there cutting off their Facebook audience from new releases and item restocks. Another weakness with their Facebook is engagement. They do not pull in anywhere near the amount of interactions with their KPI's compared to their Instagram. A weakness across both their platforms is their engagement with comments and shares. Even on their most popular recent post with 137,000 likes, there was only 288 comments. On Facebook their shares also do not do very well. 

    I believe that there are a couple ways that YoungLA can improve their KPI's in the future. My first advice would be to start uploading content to Facebook again. They have not uploaded on it in over a year and by reentering that space they could drive sales from that platform and reach more people. One huge adjustment they could make would be to interact more with their audience. Most of their posts just give information on product drops, launches, and restocks. If they started engaging more with their audience they not only could gather info on what the consumers want, they could up their KPI's for comments and shares. One way to do this would be to add a comment or poll with a question to their posts. They could directly ask what product drops customers want, or they could ask something as simple as their followers favorite weightlifting exercise. Either way they are enhancing their KPI's and gaining useful information on their customers since they are a fitness brand at their core. A final piece of advice I have to specifically enhance shares would be to create more relatable content. If they started following social media trends and curating content towards those trends like memes or current events they could encourage people to share their content. On the extreme end they could offer discounts or free items for engaging in comments. Some companies do this by having followers mention their friends in the comments or leaving a comment about the product they want. This could not only help in bringing up share numbers, it could help familiarize and bring the friends and acquaintances of followers to YoungLA. 

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Brand Statement      My name is Charles Johnson. If I could perfectly encapsulate my character in five words, they would be kind, motivated, nerdy, sociable, and hardworking. My whole life I have tried my absolute best to be kind to others. It is just how I was raised. I was always told to share with those who may not have much, to be kind to everyone, and to always help someone if they are in need and I am able. These values have been instilled in me ever since I was a young child. I am also highly motivated. I have kept up good grades in college so far. I also workout five days a week and play sports a couple times a week. Even when my knee was in bad shape, I managed to pull through and bring it to a point where I can now run, jump, squat heavy weight (at least for me), and play all my favorite sports. I have also been very nerdy my entire life. I watched the Lord of the Rings with my grandpa when I was a kid and ever since then it has been my favorite thing. I have re...
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